According to a Forrester report, 36% of all purchases are influenced by online activity, and only 1 in 5 online businesses are happy with their internal site search. In other words, the importance of a website’s internal site search cannot be overstated. View this partnership webinar with Groove Commerce and SearchSpring to explore how to transform your site search from a simple feature into a powerful business tool.
[Pubcon 2010] eCommerce Optimization: Does Your Site Search Stink?
[Webinar October 2012] eCommerce Site Search: Improving the User Experience for Increased Conversion
1. Evolving eCommerce:
ECOMMERCE SITE SEARCH:
The Magento eCommerce Forum
IMPROVING THE USER EXPERIENCE
FOR INCREASED CONVERSION
OCTOBER 2012
2. Ethan Giffin Scott Zielinski Mack McGee
CEO CEO VP Sales & Marketing
Groove Commerce SearchSpring Groove Commerce
Panelist Panelist Host
October 2012 Webinar | eCommerce Site Search: Improving the User Experience for Increased Conversion
Magento SEO 2
3. Our goal is to bridge the gap between
marketing and technology and deliver a
user-friendly, high converting product to
each one of our clients.
www.groovecommerce.com
Services include: 800.564.9826
• Website Design @GrooveCommerce
• Magento Development & Integration
• Inbound Marketing Services
• Social Media Marketing
• Pay Per Click Management
• Search Engine Optimization
• Email Marketing
• Site Analysis
• Conversion Consulting
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4. SearchSpring specializes in site search and
site navigation optimization. Our
innovative team of engineers constantly
create new features to improve your
customers shopping experience. www.searchspring.net
888.643.9043
Services include: @SearchSpring
• Advanced site search
• Category navigation
• Rich auto complete
• IntelliSuggest
• Mobile site search
• Automated SEO
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5. POLL #1
Why Magento?
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6. • Why Search Matters
• Turn Your Visitors into Buyers
• Analytics to Think About
• Drive More Qualified Traffic to Your Site
• Q&A
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7. Encourage Engagement
Increase Conversions
Boost Average Order Value
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8. • These Visitors Want to Engage!
• Conversion Rate 300-500% Higher
• Average Order Value (AOV) 25-50% Higher
• 60% of Retailers Say 2nd Easiest to Grow Sales*
• Yet Most Retailers Never Look Under the Hood
• Recent Client - 6 of Top 10 Terms ‘$0’ Revenue
• So What are the Options…
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9. • 100,000 Monthly Visitors
• 2,500 Orders / 2.5% CR
• Typical Average Order Value - $80
• 11% of Visitors Used Search
• Of Those that Searched?
29% of
6.5% CR } $100 AOV }
Sales
• That’s 715 Orders Just from Site Search!
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10. • Much Easier to Go From 6.5% to 10%
• Than 2.5% to 3.5%...
• 6.5% - $71,500 Sales
• 8.5% - $93,500 Sales (+ $22,000)
• 10% - $110,000 Sales (+ $38,500)
• 43% Type ‘Category Name’ into Box*
• Only 4 Out of Top 10 Terms Produced Sales!
• 1 of the 4 Was “Enter Your Search Here…”
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11. • Magento / Out of the Box
• Solr
• Custom Built
• 3rd Party
• SearchSpring IntelliSuggest
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12. TOP SITE SEARCH STRATEGIES
TO ENSURE CUSTOMER RETENTION
Why Magento?
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13. • What is IntelliSuggest Learning Search
• How Does it Work on Your Website?
Improve
relevancy of
results with
IntelliSuggest
Learning
Search
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14. Searched
vs. Clicked
Purchases
Products
With Other
Viewed
Products
Better
Tracking
Products
Products Viewed
Purchased With Other
Products
Products
Added to Products
Cart With Added to
Other Cart
Products
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15. What We Do With This Data:
1. Elevate search results. This allows your
search results to become smarter over time.
2. Show product recommendations. We typically
see a 300% increase in conversion.
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16. A customer searches for “Levi’s in July
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17. The same customer searches “Levi’s” in January
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18. What Just Happened?
• IntelliSuggest analyzed changes in what
customers were viewing and purchasing due to
changes in seasonality
• The search and category pages then re-ranked the
display of products to ensure the most popular/
highest converting products gravitated to the top
of results
• Improved relevancy for customers
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20. • Create filters based on unique product
attributes
• Add functionality and design to filters
• Provide more information to customers
with social plug-ins, ratings and reviews,
compare, and quick views
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25. Taking The Guess Work
Out of Search
• Display search
suggestions and
product images
• 1/3rd of customers
who search will click
on a product image
• Customer goes
directly to a product
page, eliminating a
step in the conversion
process
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26. POLL #2
Why Magento?
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27. ANALYTICS TO THINK ABOUT
Why Magento?
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28. Analytics
Ongoing Choose Your
Review Path
Configuration Design
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29. • Make Sure Google Analytics Tracks Search
• Top 100 Searches
• Top 100 Searches with No Revenue
• Top 100 Searches with No Results
• Similar Product Called Something Else?
• Missing Important Words from
Descriptions?
• Do You Not Currently Sell this Product?
• Last Years or Discontinued Models?
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33. 1. Popular Search
Terms / Cloud
2. Perform Another
1 Search or Call for
Assistance
2 3. Show 3-9 Best
Sellers / Buyers
Guides
3
Help the Visitor
Get Back on Track!
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34. DRIVE MORE QUALIFIED TRAFFIC
TO YOUR SITE
Why Magento?
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35. Additional services to optimize site search
include:
• Automated SEO
• Mobile Search
• Facebook Catalog Integration
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36. Accomplished By:
• Leveraging data from IntelliSuggest to power our
automated SEO cloud
AND
• Decrease bounce rates through improved relevancy
and increased engagement, boosting organic SEO
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37. 1. IntelliSuggest identifies the most popular site
search queries
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38. 2. Unique landing pages to optimize these
keywords are automatically created
3. Search engine spiders crawl and index
these pages optimizing keywords
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39. Results
Potential
customers
search these
same terms
within Google,
Yahoo, and Bing
The
optimization of
unique/long tail
search queries
gain significant
search engine
rank
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40. Bounce Rate Defined - The percentage of
single-page visits or visits in which the
person left a site from the entrance
(landing) page
More simplistically - Google directs user to
a site and user clicks back without
engaging with any aspect of the site
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41. As a Result of Encouraged Engagement Using:
AutoComplete
Customizable Multi-Select Filters
Improved Design
Improved Relevancy
Social Links
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42. POLL #3
Why Magento?
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43. Questions? Contact Us
info@groovecommece.com | (888) 924-1951
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